I'm late to jumping in here - but if execs are disengaged and unfamiliar with your product, one of the things you might consider is how your passionate users can be enabled to influence executives.
Our customers typically have a team (developers, business analysts, etc.) that uses our product and the team's leader is responsible for getting buy-in from others -- especially executives -- in order to get the resources they need. This ultimately means marketing themselves and sharing how they are driving business impact. But typically, these folks don't know how to do this (because they are technical folks, not marketers)
Giving them support, templates, resources, advice has helped so many of them improve their internal evangelism and gaining more exec buy-in.
So... I'm not answering your question directly, but hopefully this helps you think about one of the barriers to greater exec engagement and advocacy for your team.
